The 10 Most Important Insights from Pew Internet’s Library Research

Lee Rainie - @lrainie

Director

Pew Research Center’s Internet & American Life Project

Presented to: Computers and Libraries

April 9, 2013

1) Libraries are beloved

• 91% say libraries are important to their communities

• 76% say libraries are important to them and their families

Robert Dawson photography - Library Road Trip http://www.robertdawson.com/pages/1/Public%20Library%3a%20An%20American%20Commons/Public%20Library%3a%20An%20American%20Commons

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3

1a) Libraries stack up well vs. others How confident? How important?

63 28 Library to community

2) People like librarians

• 98% of “ever” library visitors say interactions are “very positive”

• 81% of library visitors say librarians are “very helpful”

• 50% of “last year” visitors got help from a librarian

3) Libraries have rebranded themselves as tech hubs

• 80% of Americans say borrowing books is a “very important” service libraries provide

• 80% say reference librarians are a “very important” service

• 77% say free access to computers and the internet is a “very important” service

4) E-book reading is growing; borrowing is just getting started

• Late 2011: 16% of American adults read an e-book in past year – now: 23%

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• 30% of e-content readers say they are reading more now

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• Late 2012: 5% of Americans 16+ have borrowed e-book from library in last year

• Growing awareness that this is library feature: now 31% of public

Rise of e-reading devices

4%

12% 10%

19%

26%

3%

8% 10%

25%

31%

6%

17% 18%

33%

40%

0%

10%

20%

30%

40%

50%

May-10 May-11 Dec-11 Nov-12 Jan-13

Ebook reader Tablet Has either tablet or Ebook reader

5) People are open to even more tech at libraries

23

26

26

28

29

33

34

35

35

37

28

32

32

29

35

30

28

34

28

36

48

40

39

41

34

35

36

29

35

26

0 20 40 60 80 100

Instruction on how to use e-book reading devices

Digital media lab to create/upload new content like movies or e-books

E-book readers loaded books you want to read

Classes on how to download library e-books

Personalized accounts that give book recommendations

Library kiosks in community to check out books, movies

Cell GPS app that helps locate material inside library

Program to try out new tech devices/apps

Cell app to use/view library services

An online research service ("ask a librarian")

Very likely Somewhat likely Not too likely or not at all likely

6) African-Americans and Latinos are esp. enthusiastic

29% 28% 28% 19%

29%

57% 56% 51% 50% 46% 43%

57% 58% 49%

43%

0%

20%

40%

60%

80%

Cell app that allows you to use library services

An online research service where you could ask

questions of librarians

Program that allowed people to try out new tech

devices/apps

Classes on how to download library e-books

Kiosks/“redboxes” throughout community to check out books/movies

Whites Blacks Hispanics

19% 20% 28%

18% 23%

45% 43% 43% 38% 38% 44% 42%

55%

37% 41%

0%

20%

40%

60%

80%

Media lab to create/upload new digital content like

movies, your e-books

E-book readers loaded books you want to

read

Cell GPS app that helps you locate material

inside library

Instruction on how to use e-book reading

devices

Customized online recommendations based on your past

library activity

7) The public invites you to be more engaged in knotty problems

20

41

42

43

47

53

59

61

82

85

39

36

34

39

38

30

28

27

14

11

36

20

19

14

12

5

9

9

3

2

0 20 40 60 80 100

Move some books/stacks out of public locations

Make most services automated

Move most library services online

Help users digitize material

Offer more interactive learning experiences

Offer more e-books

Have more comfortable spaces

Separate spaces for different services

Free literacy programs

Coordinate more with local schools

Should definitely do Should maybe do Should definitely not do

8) Libraries have a PR problem / opportunity

• 22% say that they know all or most of the services their libraries offer

• 46% say they know some of what their libraries offer

• 31% said they know not much or nothing at all of what their libraries offer

9) There is churn in library use

Reasons library use INCREASED (26%)

Enjoy taking their children, grandchildren 26%

Do research and use reference materials 14%

Borrow books more 12%

Student 10%

Use library computers and internet 8%

Have more time to read now, retired 6%

To save money 6%

Good selection and variety 5%

E-books, audio books, media are available 5%

Convenient 5%

Reading more now 5%

Library events and activities 4%

Good library and helpful staff 3%

Quiet, relaxing time, social locale 2%

Use for my job 2%

Reasons library use DECREASED (22%)

Can get books, do research online and the internet is more convenient

40%

Library is not as useful because my children have grown, I'm retired, I'm no longer a student

16%

Too busy, no time 12%

Can't get to library, moved, don't know where library is

9%

Prefer e-books 6%

Prefer to buy books or get books from friends

5%

Not interested 4%

Health issues 3%

Don't read much these days 3%

Don't like local library or staff 3%

Children are too young 2%

10) There is a truly detached population out there that matters to you

• 20% never saw a family member use a library when they were growing up

• 16% have never visited a library

• 23% didn’t read a book last 12 months

How you can help us

• Sign up to participate in our research (and encourage your friends!): http://libraries.pewinternet.org/participate/

• Write us: What Pew Internet should study next

Libraries.pewinternet.org Lee Rainie Email: lrainie@pewinternet.org Twitter: @Lrainie Kathryn Zickuhr Email: kzickuhr@pewinternet.org Twitter: @kzickuhr

Kristen Purcell Email: @kpurcell@pewinternet.org Twitter: @kristenpurcell